PERAN HALAL VALUE EXPOSURE TERHADAP PURCHASE BEHAVIOR
Abstract
Studi kami mendalami penelitian bagaimana perilaku Generasi Z dan Generasi Y pemilihan
produk kosmetik dan perawatan kecantikan halal. Studi kami menguji secara empiris model yang
menangkap anteseden implementasi halal value exposure yaitu digital marketing dan perceived
behavioral control. Studi kami menguji peran halal value exposure terhadap halal purchase
behavior. Studi kami menganalisis data survei online terhadap 185 responden yang mewakili
Generasi Z dan Generasi Y untuk menguji model dan hipotesis. Selain itu, teknik statistik untuk
menguji instrumen mempergunakan uji reliabilitas dan validitas. Studi kami menggunakan AMOS
26,0 digunakan untuk menguji model dan hipotesis. Temuan studi kami menunjukkan bahwa
digital marketing dan perceived behavioral control mempengaruhi implementasi halal value
exposure. Selain itu, implementasi halal value exposure mempengaruhi halal purchase behavior.
Keywords
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